Social Web Analytics – upcoming ebook and a case of cobblers’ shoes

By Guest Author

Two weeks ago, I posted about the fast paced field of Social Web Analytics. I presented a definition of these tools, expressed my intent to write an ebook on the technology and the main vendors, and listed the vendors I intend to cover…

I also invited anyone with experience of wielding these tools to get in touch so I can include comment and insight from them. This invitation is still open.

What’s really interesting however is that only two of the vendors have got in touch to volunteer their full cooperation in my analysis. This may be because I had previously sent everyone a 52 question questionnaire and they may have thought I’d had my due dose of attention!… but they didn’t know, as I didn’t then, of my intention to write up and publish my findings (non-disclosure agreements permitting).

Have their own systems flagged up my post for their attention? Are they living their own story about brand tracking for influence? Will their tools bring this post to their attention to compel them to get in touch? I’ll let you know in my ebook.

• www.Attentio.com
• www.Biz360.com
• www.Brandimensions.com
• www.Buzzlogic.com
• www.CollectiveIntellect.com
• www.CyberAlert.com
• www.Cymfony.com
• www.factiva.com/factivainsight
• www.Integrasco.com
• www.Kaavacorp.com
• www.Magpie.net
• www.millwardbrown.com/Sites/Precis
• www.NielsenBuzzmetrics.com
• www.Radian6.com
• www.RelevantNoise.com
• www.Umbriacorp.com
• www.VisibleTechnologies.com
• www.vocus.com/content/pranalytics

3 comments May 1st, 2008

Product Placement – Who doesn’t love Snapple?

By Ben Haber

By Ben

On last night’s episode of CSI: NY, a new type of technology from Microsoft helped investigators virtually reconstruct a crime scene by uploading hundreds of camera phone thumbnail photos that were taken in the area.

USA Today reported that this was done by using Microsoft’s Photosynth, which is still in development. The technology takes a large collection of photos of a place or an object, analyzes them for similarities, and displays the photos in a reconstructed three-dimensional space.

With many people recording their favorite shows and fast-forwarding through the commercials, product placement has become an important and effective way for companies to get in front of consumers. According to a recent study by the PQ Media research firm, product placement grew 33.7 percent in 2007, to $2.9 billion. However, not all product placements are paid opportunities. For Microsoft and CSI, they have an ‘ongoing creative relationship’ where both parties can benefit.

Last year 30 Rock dedicated an episode to product placement (see segment below), where television writer Liz Lemon argued against including GE’s products in the show:

Liz: “We’re not compromising the integrity of the show to sell…”
Pete: “Wow, this is diet Snapple?”
Liz: “I know, it tastes just like regular Snapple, doesn’t it?”
Frank: “You should try plumagranite, it’s amazing.”
Cerie: “I only date guys who drink Snapple.”
Jack: “Yes, everyone loves Snapple. Lord knows I do.”

The show even featured someone dressed in a Snapple suit asking where HR was located.

Racepoint has has some experience with product placement, such as when the CereTom, a portable CT scanner, was featured in ER’s 300th episode this season. The scanner also made appearances on Grey’s Anatomy, and TLC’s Diagnosis X.

1 comment May 1st, 2008